Somewhat related, an article on the Guardian about "cultural cantankerousness" and the rejection of popular things as a defense mechanism: https://www.theguardian.com/lifeandstyle/2016/jun/24/why-oli...
Another feeling I've noticed myself having which seems related is an aversion to hype with the rationalization that "If it was really that good, it wouldn't need to be hyped and evangelized". I'm not totally ready to give up that aversion yet as it seems to be correct often enough, though that's probably just rationalization on my part.